Ask Buffy

By Buffy Filippell

Buffy Filippell, "godmother of sports business" and president
of Teamwork Online, the first online recruiting tool for sports
teams and leagues, offers career advice for Seniors &
Graduates looking to break into Sports.

Dear Buffy,

It's always been my dream to work in sports. Recently, I've
been trying to break into the industry, but I have yet to
nail any full-time employment. I don't understand why I am
having such difficulty. I promise that there's no one who
knows more about sports than I do!

SportsCenterNut

Dear Sports Center Nut,

There are over 100 jobs available for people who want to sell
tickets. Don't tell me you can't get a job. In order to get
that job you need 1) to be a recent college graduate; 2) be a
former athlete at some time ? be competitive; 3) have worked
for some sports organization so you understand the hours and
commitment; 4) have had some sales experience - go work at a
retail store or sell pledges to your university alumni; 5)
have a passion to work in the industry no matter how hard
it's going to be; 6) be local ? or have a local address and
place to call home so as an employer I know that you'll stay
here for more than 6 months. That's not a lot of effort ?
just a little bit more than most.

Buffy

Dear Buffy,

Do the teams really look at my resume...or does it just get
forwarded around in a red tape of emails and papers?

Mr. Invisible

Dear Mr. Invisible,

Yes, the hiring managers work directly off of the site to
view your resume. Furthermore, our Manager of Client Services
contacts each of the hiring managers weekly to assist them in
any way possible with the hiring search. When you submit your
resume online, it is stored in our online database (as
opposed to being forwarded to an email address), which the
team can see at any time.

Buffy

Dear Buffy,

I've noticed a number of jobs ask if I have had X number
years of experience in a certain field. Should I consider my
time as an intern in that field as part of the total?

"Unsure of Experience Level"

Dear "Unsure of Experience Level,"

Yes, you can use your internship experience as work
experience.

Buffy

Dear Buffy,

Can you provide some direction for applying for positions
with these sports organizations if I am going to be an
upcoming college grad.

2006 Grad

Dear 2006 Grad,

You can apply for a job or future notification on any of the
job boards listed on the left on www.teamworkonline.com. Best
to apply for jobs about 3 months before you graduate. And
most graduates have at least one if not 4 sports internships
before they graduate.

Buffy

Dear Buffy:

I am a recent graduate with a variety of sports media
experience. I'm struggling to find the first job though. It's
frustrating for an individual with a can-do attitude and
well-roundedness. I've used several of the tips and resume
and networking letters, but I admit, I need help. I am
continuing my athletic career by training for beach
volleyball right now, but I am looking for sports career
ideally in Chicago. I would be very grateful for any advice
you may have. I enclosed my resume for your review. If you
have any suggestions as to where I should direct my search, I
would appreciate your input and advice. Thank You.

Recent Grad in Chicago

Dear Recent Grad:

Your best opportunity would be with a minor league, such as
Arena Football, ECHL, PCL or teams like that. Try looking at
the websites of minor league sports teams for a media
relations coordinator or assistant position, or even try a
public relations agency, sports event where you can do some
media promotion just to get experience. Good luck. With a
can-do attitude, you will be able to prevail!

Buffy

I'm looking for employment with the NBA, NDBL, or NCAA. I'm
trying to stay close to my passion, which is basketball. I
want I career in something I enjoy, love, and never get bored
with. Most people work a job they do not like for years.
However, I want to work at a job where I will never have a
feel for chance. Please help me, and please give me feedback
on how one can obtain this job.

To Be Basketball Employee

Dear Future Basketball Employee:

The best answer I can provide is to give you some excerpts
from my speech at George Washington University's 2nd annual
SEME Conference.

"Marketing is creating a need where one doesn't exist.
Sophisticated marketing consultants or business consultants
will advise you that before you "go to market" you must get
the product properly prepared, packaged, and develop a great
distribution system where people can sample the product, the
product is accessible and easy to purchase.

1. Make the ingredients great. Many of the students coming
out of college today have had more than one sports
internships. How do you get them? 1) Apply online. TeamWork
Online has tons of internships and on average 67% of the time
the employers hire applicants who applied online! 2) Go to
sports team offices/ small sports marketing agencies and meet
with their Human Resources directors. 3) Call the Directors
of Ticket Sales and ask if you could help. Or be the first
person waiting at the front door of the offices and walk in
with the Team President. And don't call and ask someone to
call you back. You call them back.

2. Packaging. Do you ever see a Campbell's soup can plain
silver? Was it just one of those days the product manager
forgot to put a red and white label on the can? Why do you do
that? Start getting into the habit of looking more
presentable. You don't know who you will meet and how you
present your package is your marketing.

3. And now "Distribution". Most people meet someone once and
then they never stay in touch with them again. Many people
might say hello to me here, but it will be the person to
keeps in touch - an email once every 3 months - that's the
person who I will noticed - almost over and above some of the
others, no matter what their skill! Start creating a list of
your distributors - who is going to be looking out for you?
Keep in touch with them regularly, telling them what you have
been doing. Make sure you meet new people and add them to
your list. How about a file of everyone you meet from your
freshman year to your senior year? You have email. You have
phones. Use them. Keep meeting people.

If you have all of these, then... you don't need any
marketing......look at Starbuck's. With a great product, good
ambience, and shops on every corner, you don't need to
market. People are ready for you.

Buffy

Hi, Buffy,

I just had a question. When a team holds a job fair and wants
applicants to attend and pay for admittance to the game that
night is that team really serious about the fair or is it
some kind of a scam??? For example, a particular team that
I'm VERY interested in is holding a career fair and want to
charge a fee for the fair (which includes admission to the
game that night). I'm more than willing to pay that and to
travel out of state on short notice (if I know they are
serious) b/c I know that it will probably increase my chances
in employment with them....OR should I just apply online for
the open positions they have available and hope that they
call (even though that I know that I'm at a disadvantage
being out of state).

Thanks Buffy in advance for any help you can give.

Hopeful job finder

Dear "Hopeful,"

When teams organize a career fair, they typically schedule
them around an event. Often the cost of coming to a career
fair is one of their lowest priced tickets, and sometimes a
discounted one. That helps them promote their team.
Nevertheless, organizers of these career fairs will bring in
other groups for you to meet who also have jobs. If the
career fair is within a reasonable driving distance, or
organized by an organization for which you really want to
work, it is worth your while to make the trip to be able to
meet those executives and get your face and experience in
front of them.

Job fairs that are "by invitation only" are traditionally the
ones in which actual hiring will take place with those teams
at that time or shortly thereafter, and are usually organized
by the league. Those are certainly the best ones and well
worth applying for.

Again, for entry-level jobs, most organizations do not want
to interview out-of-towners. If you really want to make
yourself known to a specific organization, I strongly
encourage a face-to-face encounter at a career fair.

Buffy

Buffy,

I am currently an associate at an investment firm in New York
but am interested in switching career paths and pursuing a
role in baseball, specifically something in baseball
operations or administration. What advice can you give me on
how best to break into a business in which I have no specific
experience (although I would argue that the experience and
skills I have gained from working at an investment banking
firm for the past 5+ years prepares me well for any role).
Any suggestions would be greatly appreciated. Thank and I
hope to hear from you.

Investment Banker

Dear Investment Banker,

My advice to anyone changing careers is to 1) do some
informational interviews with people in sports; 2) consider
taking a class perhaps at NYU in sports marketing or 3)
networking is the only way you'll make the change as the
resume will not match up versus others already in the
industry where there are more applicants with skills in
sports than jobs open.

Hope that helps.

Buffy

The reason I'm contacting you is I have decided to make a
career change. I am a sales professional with a proven
history of selling large-ticket (i.e. multi-million dollar
contracts at the Senior Executive level) to Fortune 1000
corporations.

I'm confident my successful sales/business experience and
marketing background, combined with my passion for motor
sports, could be a very valuable asset to help a major
motorsports team secure future corporate sponsorships to
improve their competitive position.

I would like the opportunity to talk with you directly to
pursue this topic. When would be the most convenient time for
us to schedule an initial phone conversation?

I'm looking forward to talking with you and will thank you in
advance for your time. Take care.

Sincerely,

Strong sales career changer

Dear Career Changer:

As the job market is very tight these days, my counsel to
anyone whose resume does not have any sports industry
experience and wants to get in is the same as it would be to
anyone who is making a distinct career change from one
industry to another. To make a career change, either into our
industry or a different one from where you have been, you
have two options: 1) Go back to graduate school and take up
that subject (sports administration) as a major or 2) use all
your contacts in the industry in which you wish to pursue,
try to do some informational interviews with people in the
industry, and then use your contacts to get you in. If your
resume is not going to match what the employer wants, you
need to use other measures.

Hope that is helpful.

Buffy

Dear Buffy,

When applying to a league, is the type of institution one
attends more important than one's experience and
qualifications?

For example, a student fresh out of Harvard with a MBA oppose
to a student who has served in several basketball positions
on the collegiate and professional level. Which one would
have the advantage?

And does it boil down to what you know and whom you know?

Wondering

Dear Wondering,

1) The online job boards have proven that it isn't who you
know but what you know - up to 55% of the jobs are filled by
online candidates versus 20% referral on the league job
boards.

2) If you have had solid sales experience, you'll have the
advantage over a Harvard MBA. We are seeing Harvard MBAs
though with previous strong sports experience and that will
certainly have an edge, but they have to accept the same
level salary of someone without an MBA to get in.

Buffy

Hi Buffy,

I am female who has been apart of the sport industry for
numerous years. Looking for the sport job has been very
difficult, either you know someone or get a big break. Could
you please advise me on how to stay focus without losing
sight of working in the sport industry as a female?

A woman trying to break in

Dear Woman Trying to Break In,

I'm a woman, too, who has been involved in the sports
industry now for 25 years. Let's see, I got my first break by
challenging a letter of rejection with Wilson Sporting Goods
to get a second interview which turned into 2 job offers,
parlayed that experience by befriending every kid tennis
player and their parents which led to becoming an agent with
IMG. When I got married and moved back to the US after a
year's absence, I then joined the ranks of executive
recruiting and focused on creating a role in sports executive
recruiting and snared my first client - the Women's Tennis
Association for Korn/Ferry International. Two years later, my
father died and concurrently I was fired. I then started my
own business and have been successful thereafter for the last
15 years. A smattering of our accomplishments can be found by
pressing the TeamWork Consulting button on the left. I've
never thought that I deserve anything except what I can
create through doing great work, being honest, being a good
friend and wanting to be "a player" in spite of any odds.
Does that give you hope?

Buffy

Dear Buffy,

I am from Brazil and I would like to ask you a couple of
questions?

I have a considerable sports background (9 years) as a
professional basketball player (Brazil & Europe)and
marketing (HSBC Bank Brasil).I'm planning to apply for a MBA
degree with emphasis in sports management/marketing next
year.

-Which program/business school would you advise me to apply
for considering that I plan to work inside the sports
industry after receiving my MBA degree?

I have two names in mind (UCLA and Indiana U.) Are there
better options?

Thank you very much and I appreciate your attention.

Foreign Student

Dear Foreign Student,

As a member of the Board of Indiana University's Kelley
School of Business, it is hard for me to recommend another
university. Nevertheless, there are a few other graduate
business schools which may also be interesting to you, and
please forgive me if I leave out some others. Obviously
Harvard Business School is outstanding and they do support a
sports marketing group, as does Duke University, Stanford,
Kellogg School of Business (Northwestern), and Arizona State.
UCLA and USC also have had, if not currently support, sports
marketing programs. Then there are top notch sports
management graduate programs, particularly University of
Massachusetts and Ohio University, just to name the obvious
ones. So many of the better business schools have some
programs that support the field, and you should try to find
out who are their graduates in sports management and what
programs support sports management.

Buffy

Dear Buffy,

What are the qualifications sports employers seek when
looking at entry level executives?

A professor to sport management undergraduates

Dear Professor,

These are five strong traits that employers in sport seek.

The person has to 1) have an enthusiasm for his/her life and
respect for himself/herself. We like to be around people who
possess a genuine enjoyment to life and an interest in
improving themselves; 2) present himself/herself in a
professional manner both in their appearance and in their
writing...dress well and write and speak properly; 3) be
focused on how he/she can better our business rather than
focus on what our business can do for him/her. To paraphrase
John Kennedy, "ask not what your business can do for you but
what you can do for the business." 4) have the ability to
create strong relationships. Marketing is creating a need
where there isn't one. I like entry level executives to
create a need for himself/herself as a fellow employee and
colleague. We are looking for good, hard-working teammates.
5) take direction well. Entry level executives need to be
able to follow instructions, work efficiently and communicate
clearly. Communicating through emails is a poor excuse for
communicating. We value executives being able to speak to
someone face-to-face, look them in the eye and complete work
in a better than timely fashion.

Buffy

Hi Buffy:

I am continuously inquiring of opportunities within the
sports industry. Just recently, I heard that an opening, and
I immediately tried to contact the hiring staff. I first sent
an email along with my resume. I then tried to phone and left
a message. Shortly afterwards I sent a cover letter, resume,
and a couple of writing samples to the hiring staff. Two days
later I received a general response by the director saying
that they will contact if there is a possibility for an
interview.

I am wondering if there is more I should do to show my
interest in this position. I do feel that I am qualified, but
I do understand that many resumes are coming in along with my
own. It has now been nearly two weeks since the first
response.

Should I do more to get noticed?

Thanks for your time.

Trying to get noticed

Dear "Trying to get noticed,"

In order to get noticed for a job, I have seen people send
size 11 basketball shoes with notes attached, "Trying to get
my foot in the door." I have had people send me a box filled
with so much information, I felt sorry for the postman who
broke his arms trying to deliver it to me.

How do people get hired? When working with hiring managers
from the National Hockey League, for example, on sorting
through candidates who have applied online, the first issue
is:

1. "Does the applicant have the right skill and years of
experience I seek?" If a team is seeking someone with 2-5
years of sponsorship sales experience and you have sold
advertisements for your college program for six months, then
your chances for getting that job are not strong no matter
how many shoes you send. So, make sure your skills and years
of experience match what the organization needs.

2. If your skills and years of experience match, then often
location plays a role. If you are located out-of-town, the
applicants who have the skill and experience who are in-town
will most likely be interviewed first. I've worked with
hiring managers who have had to send out an email explaining
that they are not going to pay neither interview expenses nor
relocation expenses and asked if the applicant is still
interested. In all cases they respond onto their application
"yes." So, on a cover letter you might want to say that you
will pay for interview expenses and relocation expenses.

3. The text in the cover letter is important. On the space
for your cover letter, make a compelling case why you fit the
description, agree to pay for relocation expenses and
interview expenses and you have better skills than any other.
Check your spelling and grammar. I can't tell you how many
emails I read where I would remove a candidate merely because
they demonstrate how sloppy they are in their correspondence.

4. Make sure your application is complete. Online to check
your application, click "edit your information" and put in
your email and address. Often people are not getting jobs is
that their application is incomplete.

5. Follow up by email once or twice a week if you have the
address in a polite but persistent way but NEVER ask anyone
to call you back. You can leave your number, but always state
a time that you will follow up.

6. Allow the human resources or hiring manager time. There
are so many applicants to jobs these days, allow for about 30
- 45 days to be notified, and make sure you keep your
computer handy. The turn-around response time could be short.

Good luck,

Buffy

Hi Buffy:

I want to thank you for your helpful responses to the many
questions posed to you regarding sports careers.

How do I set up informational interviews with sports teams? I
have an idea of the department I would like to be involved
in, but I want to better network myself into the sports
atmosphere.

So I guess my question is - would informational interviews be
helpful to further inquire about sports positions, and how
best should I inquire about setting one up?

Thanks for your time.

Wanting to join the team

Dear "Wanting to join the team,"

Great question. Informational interviews are a great way to
make contact with people in the sports industry.

I would suggest you work on those organizations that are in
your area, including teams and small agencies. Call the head
of sales - for a team, for example - it might be the Director
of Ticket Sales. And then call the head of public relations.
Ask if you could have 15 minutes of their time to ask them
questions about their job and how they got there. Make sure
you have your questions all written down before you go. The
impression you make interviewing the people will be the
impression they have of you potentially as a fellow employee.

I also suggest that you not leave them with a resume, but
rather ask, in the informational interview what jobs
typically become open, when, do they advertise or post a job
and how is the recruiting handled, by the head of human
resources or the hiring manager. Most teams will advise you
that jobs open typically at the end of a season; thus, Major
League Baseball and Major League Soccer would hire around
October or November. If this the correct procedure, send a
note and resume to the head of human resources and a thank
you note to the person you interviewed. If they are part of
our Job Boards, positions will be posted. Or, check their
websites often for any other job postings.

Buffy

Hi Buffy,

I am a licensed minister of the gospel, as well as a
knowledgeable sports person. I am very interested in becoming
a Professional Sports Chaplain. I know these positions exist,
but how do I find out more about this area and which teams I
should contact? Please shed some light on this for me. Thanks
in advance.

Peace.

Chaplain

Dear Chaplain,

The best Professional Sports Chaplain with whom I am familiar
is "Father Phil", otherwise known as Rev. Philip De Rea.
Perhaps he can help you. He is the chaplain on the CART
series. He can be reached through Missionary Vehicle
Association/1400 Michigan Avenue, N.E./Washington, DC 20017;
or by calling 202/635-3444 or email: mivamerica@aol.com. He
is an outstanding man and has helped many drivers, sponsors,
and families in need.

Buffy

Buffy,

I recently graduated from a University this spring with a
major in management and a concentration in marketing. I have
always been interested in sports and would love to get
involved with a career in sports management or related
fields. Since the economy has started to slow down and not
having the 1-3 years of experience that every company asks
for, how should I approach theses teams so they will consider
me. I am from Minnesota and have sent my resume and cover
letter to the (MN)Timberwolves as instructed to do on their
website. I feel that they don't even look at my information.
I know in this industry it's who you know and not what you
know in getting into this industry. Please help, advise would
be much appreciated.

Not "In the Know"

Dear "Not",

We are trying so hard to not have "who you know" be how
people are getting hired in the sports business; rather, they
are hired by their skills. I suggest you try to get an
internship with a team in your home town or where you went to
college. In the internship make sure that you gain a skill in
an internship, such as ticket sales or client services,
something that could provide you a skill so that you can get
your first entry level job. I strongly suggest ticket sales.
So, apply online for an internship and hope to get ticket
sales experience. With success, you ought to never "need to
get a job."

Buffy

I have a 7-year background in sports. I have held several
positions including the most recent as head of minor league
women's basketball team. Unfortunately because of my
husband's career as a lawyer, I am not that mobile. It has
been a challenge finding employment. What can I do to make
myself more marketable?

Needing Direction

Dear Needing Direction,

It seems as though you've ascended to a great role of general
management skills which you ought to be able to parlay into
other jobs needing general management locally. When we
searched for a head of an NHRA track not long ago, we
recruited someone who had General Management experience in
minor league baseball. So, switching from one sport to
another should work. General management/Live event management
is great for running events whether they are charitable or
for-profit. Sports Commissions are good networking centers as
they are often bidding to bring events into town and need
people to run them. Don't forget public facilities,
recreational centers and the like. Running a professional
sports qualifies you for a lot of other roles in running a
business. Market yourself as such. Good luck.

Buffy

Buffy,

I am writing to you in the hopes that you can give me some
advice. I have a degree in Kinesiology and am having a hard
time finding a job within my field. I realize that I may have
needed to further my education in order to obtain a job that
I enjoy, but am curious to know how hard it is for women to
find jobs in the sports arena. I have always been around
sports and would really like the opportunity to work in the
sport industry. I am constantly seeing men in the forefront
of the field and want to know if there is much hope for women
to some day be there. I find that I am becoming very
discouraged and don't really know where to look anymore. Any
information you can give me that would lead me in the right
direction would be appreciated.

Thank you,

Woman Wanting to be in Sports

Dear Woman Wanting to be in Sports,

There are many more opportunities for women to serve in
sports positions today than there were when I started in the
industry 25 years ago. In fact, I was the first woman tennis
agent for IMG in 1978 and there was only one other
"executive" woman in the company, then. It was noticeable
that there were not many women in sports, but it never
stopped me from getting a job!

The most obvious opportunities for women are around women
sports - The WNBA, the new Women's Soccer League, Ladies
Professional Golf Association, Women's Tennis Association,
and all the national governing bodies. Women are serving in
all sorts of roles on both the player side and the business
operations side. Women in business operations tend to
gravitate towards roles in public relations, event
management, and client services, whether it is for an agency,
team or special event.

One of the best networking groups with whom I've been
involved for a number of years is the Women's Sports
Foundation (http://womenssportsfoundation.org). They
have local leaders in major cities that are involved in a
wide range of women's sports both professionally and
recreationally. Local city sports commissions are also a good
networking tool for local sports business opportunities. To
get a listing of the one in your area write to National
Association of Sports Commissions, 2368 Victory Parkway,
Suite 401, Cincinnati, OH 45206 or call 513.281.3888 or fax
513.281.1765.

Besides focusing on women's sports, there are plenty of women
working with men around men's professional sports (i.e. my
partner, Jennifer Proud Mearns, featured here who worked in
men's tennis and with World Cup sponsors; or Joann Klonowski,
a former featured executive on these pages who serves as head
of marketing for the XFL Championship team, LA Xtreme).

You need to convince an employer with an opening that you are
the best for it, work hard to develop that needed skill for
the job/company and continue to hone that skill until the
employer can trust you to do more. Students coming out of
school are generally going to be skilled in either servicing
(detailed-oriented) or sales, or have had specific training
in media relations, athletic training, etc. Presenting
yourself as eager, anxious, willing to learn, willing to work
long hours, willing to be "coached" and looking at life's
struggles as opportunities will serve anyone, male or female,
well in this industry. We like competitors - people who don't
give up. And we will test that resolve, daily. Through the
respect and drive you have in yourself, you create the
respect you will receive. You create your own opportunities.
Good luck.

Buffy

Dear Buffy,

It has always been a dream of mine to work professionally for
a sports Team. I am currently a successful Business
Development Officer for a technology company. My field of
interest and expertise is e-commerce and e-CRM (Customer
Relationship Management). Would my background be a match for
this industry?

Technology Business Development Officer

Dear Technology Business Development Officer,

Albeit the sports industry generally tends to hire people who
are skilled within sports, we are also open to hire
outstandingly skilled executives who provide a skill not
normally found in our industry.

With more and more need for skilled technology people to help
in developing network system, ticketing systems, websites,
emailing, customer relationship databases, there are more and
more opportunities open to someone with a technology
background. As in any early development of these roles, the
teams and leagues are hiring a few technology executives, but
it seems as though your background in business development
might be best served working for technology companies selling
to and servicing sports teams and leagues. There are many who
are "vendors" of professional teams and leagues who provide
emailing programs, website hosting and development,
"electronic" holiday cards to drive sales, e-commerce, and
more.

To get the most up-to-date list of those companies, I suggest
you contact the league's dot-com division (each league's
website has a President or general manager of their internet
site) and ask for a list of vendors. NHL and NBA had
technology fairs at their marketing meetings where many of
these vendors demonstrated their wares. And with your skill
in Business Development, you ought to be able to develop more
services for the sports industry and sports fans!